Steve Davies – Helping UK Advertising thrive in a changing world

This week on The MCA Prodcast Pat Murphy talks with Steve Davies, Chief Executive at the Advertising Producers Association, the trade body for UK commercial production, editing, post production and music and sound design companies. The aim of the APA is to create the best possible business environment for its members, addressing challenges and connecting them with opportunities. Steve’s career began in law where he was partner at a London law firm, before moving into Sports Television. His media/law crossover career saw him work on the first pay-per-view sports deal with Sky and even act as Mike Tyson’s lawyer, negotiating his entry to the UK with the then Home Secretary Jack Straw! Steve talks us through the changes he’s made at the APA to benefit their members; adding training, contractual advice, overseas marketing and business advice. Steve and Pat discuss the recent demise of Technicolour and Steve explains how the APA is trying to support its members by connecting those who lost jobs with new opportunities elsewhere. Steve also shared details of ‘Production Unplugged’, a new event hosted by the APA where brands can meet with potential production partners. The event is designed to build relationships, share knowledge, and drive real change in the industry. MCA is really proud to be sponsoring this event. Steve considers the changing production landscape and the evolving role of the producer. He argues that the producer role is often be misunderstood with a common perception being that they exist to service the needs to the director. Steve argues they are in fact a critical and valuable part of the creative process as properly understanding production is what allows magic to happen. Most revealing is Steve's insight into what clients truly want from production partners. Forget awards and director reels – brands want case study proof demonstrating how you’ve helped similar clients achieve concrete business goals. Steve believes it’s this shift in focus from creative execution to strategic partnership that will determine which production companies thrive in the coming years. Hosted by Pat Murphy 0:00 Intro 1:05 From Law to Production Leadership 4:00 Supporting the Production Community, particularly following the closure of Technicolour 7:00 Production Unplugged - Connecting brands with APA members 10:09 What does the future look like for Producers 12:31 AI's Impact on Production 14:10 How production companies must adapt 23:00 Advice for New Talent 24:26 How the APA supports Greener Practices 28:59 Were ads more creative in the past? 31:30 Steve’s Favourite Ad of all Time